The influence mechanism of service robot adoption resistance：the mediating role of psychological comfort

• 1、School of Management, Wuhan University of Science and Technology, Wuhan 430065, China

Abstract：While service robots can enhance the digital interaction experience of hotel consumers and help hotels gain and maintain a competitive advantage, the failure rate of innovative products and technologies is as high as 50% to 90%, and the actual use of service robots is not as promising as expected. Enhancing consumers\' emotional experience and reducing consumer resistance is especially important for companies that are or will soon adopt service robots. Based on the S-O-R model, this study explores the influence mechanism of functional barriers, aesthetic barriers and consumer innovation on the innovation resistance of service robots with psychological comfort as the mediating variable. The study conclusion shows that functional barriers and aesthetic barriers positively affect innovation resistance, and consumer innovation negatively affects innovation resistance. Psychological comfort plays a mediating role between aesthetic impairment, functional impairment and innovation resistance. Psychological comfort plays a mediating role between consumer innovation and innovation resistance. This study expands the research on psychological factors in the field of innovation resistance and enriches the theoretical research of innovation resistance. At the same time, it can help hotels understand consumers\' resistance to service robots and behaviors, and provide management suggestions for hotel service robots to achieve faster proliferation.

keywords： Service robot Innovation resistance Psychological comfort

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